Cameras, Robots and GPS: Small Tech Firms Seek World Cup Boost

The ball bounces over the goal line past Italy’s goalkeeper Gianluigi Buffon as Costa Rica’s Bryan Ruiz scores his side’s first goal.

Associated Press

RIO DE JANEIRO – Several small technology companies are looking to the World Cup to give their businesses a major boost.

While official sponsors like Sony have their names plastered around event sites, these small firms are quietly providing services and devices needed for soccer’s largest event.

One of the biggest winners so far is GoalControl GmbH, a small German company that won the contract to provide goal-line technology during the World Cup.

GoalControl, a 40-person outfit from western Germany and a subsidiary of a plastics and rubber inspection company, uses a number of cameras to track the ball within a centimeter to tell whether it crosses the goal line. The aim is to eliminate errors by referees that have plagued previous World Cups.

A GoalControl watch is displayed next to a control screen during a demonstration of the goal-line technology.

Reuters

It’s the first time such technology has been used at a World Cup. So far, so good; there haven’t been any goal-line controversies to date in Brazil.

For now, FIFA is GoalControl’s only client. But the company is betting others will follow.

“We are sure a successful tournament will give GoalControl at many levels a significant and positive image boost,” managing director Dirk Broichhausen said. “In our opinion goal-line technology will become a permanent part of football in all major football leagues.”

Executing well at the World Cup can open doors – and not just for soccer players, said Frank Holder, Latin America director for FTI Consulting.

“I think it’s a pretty huge [opportunity], particularly for the smaller companies,” he said. “Once they’re able to perform at this level it opens doors to them at the state and local levels in a country.”

In addition to on-field technology, small companies have also capitalized on Brazil’s massive ramp-up in security spending. The government spent more on security for this World Cup than any previous tournament host: $855 million, all told, according to the nation’s defense minister.

Hikvision, a Chinese video surveillance company, won an order to install security systems at bus stops and around the World cup stadium in Belo Horizonte. According to a statement on its website, the company installed “hundreds” of cameras whose primary task is “to protect fans and visitors against riots.” Hikvision did not respond to a request for comment.

Tim Trainer, the vice president of robotic products for Bedford, Massachusetts-based iRobot, said an event like the World Cup is also an opportunity to branch out into new business categories.

One of the company’s biggest clients is the U.S. military. But as U.S. forces have pulled back from Iraq and Afghanistan, iRobot’s revenue has dropped about 10%, according to Mr. Trainer. So it has looked abroad for new opportunities.

Last year, iRobot won a $7.2 million contract with the Brazilian government to deliver 5,000 “tactical robots” to local police and military units. The robots, which are often used to help defuse bombs and suspected explosive devices, have been on standby outside the stadiums at every World Cup game.

“It’s a very significant order for us,” says. “Hopefully we’ll find similar opportunities for this equipment not only in Brazil, but can expand our market in the region. We want to build off the reputation and credibility [here].”